Nathalie Dens

Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program

Abstract Purpose This study aims to explain how program liking, program connectedness, and product category involvement influence brand attitudes as a result of advertiser funded programming. Methodology/approach We conduct a field study on a panel of real television viewers that were surveyed one week after the final episode of an advertiser funded fashion program was broadcasted. A moderated mediation model is constructed and tested that captures the interplay of three determinants of brand attitudes: program liking, product category involvement, and program connectedness. Findings Liking of the program is transferred to brand attitudes. This effect is complementarily mediated by connectedness with the program, and this mediation is moderated by product category involvement. Program liking only spills over to brand attitude through connectedness for viewers with moderate to high levels of involvement with the sponsor product category. Research implications The findings add to the understanding of the role of program liking and program connectedness in the formation of brand attitudes. Although prior research has established that liking and connectedness are indeed an important determinant of brand attitudes, this research unveils product category involvement as an important boundary condition for this effect. Practical implications Consumers can develop liking for even an advanced form of brand placement, an Advertiser Funded Program (AFP). When consumers’ evaluations of the program are positive, they connect to the program on a personal basis, also leading to positive brand effects. Advertising practitioners should focus on the meaningful integration of their brand in a context that is involving for their target audience.

The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order

Online consumer reviews are one of the various forms of eWOM that have challenged the interest of both researchers and practitioners. Such online articulation can contain evaluative information about a certain object and may be useful for potential consumers in determining whether they should or should not buy the product (Chen and Xie, 2008). Prospective consumers are more likely to use a brand recommended by satisfied previous users than marketing-related sources, because information coming from other consumers are considered more truthful and relevant (Bickart and Schindler, 2001).

Consumer responses to different advertising appeals for new products: the moderating influence of branding strategy and product category involvement

The aim of this study is to investigate interaction effects between branding strategy (new brand versus established brand), advertising execution strategies (informational, positive emotional and negative emotional) and product category involvement (low and high) on consumers’ attitudes towards the product, purchase intention and the (parent) brand. Two analyses are performed in which involvement is manipulated at product category and at individual level. The results show that in general, line extensions of established brands are preferred over new brands. Furthermore, advertising strategy has little impact on consumer responses to line extensions of familiar brands. The type of advertising strategy used does have a significant impact on product and brand attitude and purchase intention for new brands, where negative emotional appeals lead to significantly more negative responses. The results are further moderated by product category involvement. Informational appeals score especially well in high-involvement situations, whereas positive emotional appeals perform better in low-involvement situations. Interestingly, the differences between advertising appeals in both low- and high-involvement conditions are greater for new brands than for extensions.